Blechert Sees Return to Direct Marketing in Sweden

Share this article:
GOTHENBORG, Sweden - Traditional direct marketing techniques are making a comeback in Sweden after years of an Internet-only focus among corporate clients of major agencies, according to Bo Blechert, owner of Blechert & Blechert, a key direct marketing agency located here.


Innovative IT companies such as Ericsson and Nokia Scandinavia moved into cyberspace early, Blechert said, "and that meant focusing on the Web and on IT while other businesses faded.


"Now, I think we are going back to a better balance as the initial enthusiasm for the Web is going down. Companies invested a lot of money in the Web and as yet can't see any results. Response is low."


Companies are coming back to the old media and to agencies that can handle them. IT and Web companies are buying ad agencies and Web agencies are acquiring direct marketing shops to offer clients a fuller service palette, Blechert said.


Complaints about poor Web site design have been mounting because "pages were so boring with little communication and poor graphics. So now we have been suggesting crisper copy and cleaner graphics which our computer people are transferring to client sites."


Use of direct mail is increasing which means that "more companies are coming to agencies like mine and asking 'can you help us with DM concepts and create and produce direct mail for us?'"


Two years ago, Blechert admitted, traditional agencies had a problem because everybody was running to the Web.


"The Web hurt our business, no doubt about it," he conceded. Even agencies serving the mail order business had problems because they too wanted to get into e-commerce, but the balance is being redressed.


Blechert stressed that the Web will become an integral part of direct marketing but not take over the whole business. "We just helped one of our clients develop a site because they wanted greater communication on it."
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.